Destination development

Destination development – Nome Cultural Festival

Group 11. Photo: Private

Written by: Marjolein Schram, Jasmin Saleh, Aryan Sarvarsen, Avto Saginadze.
Destination development group 11, autumn 2019, University of South-Eastern Norway, campus Bø.

Nome Cultural Festival

Name of concept/idea

We’ve decided to call it something easy, such as “Nome’s kul festival” – we find it describes the festival in good way, by also setting the “cultural” aspect in focus also eventually lure in tourists with cultural preferences or with a cultural experience in mind. We’re thinking that the location should be around Lunde, but some parts of the festival will also be part of Ulefoss. 

The concept/idea

The concept is an inspiration of the Skalldyrfestivalen in Mandal. We’re thinking of a traditional festival that holds the cultural heritage as the core. We want to put the locals, and their heritage, experiences and cultures as a core factor – we’re thinking of a constantly evolving festival where locals and others outside Nome meet up and experience the festival together. We want to engage conversations, we want them to talk TO EACHOTHER not AT EACHOTHER, it’s something many people don’t do anymore. To connect and converse. 

How it relates to local identity, cultural heritage and “the DNA of the region”

Local identity is a vital component in the urban development and acts as an important aspect to the quality of the festival. Identities are formed by the various elements from the region, it creates a bond between the surrounding environments, and other local cities, and its citizens. A farmer’s market could be a fine example. The locals have inherited skills, when it comes to craftmanship, booths that will present these “products” – examples could be… honey, pastries, local commodities, local grown vegetables and so on. Local farmers would be a part of this idea to bring their “DNA of the region” to the festival. 

Available resources in Nome that supports the concept/idea

Øvre Verket. Photo: Maren Sandbakk

We want to eventually set up booths, or some small sized markets in Lunde – also maybe some booths around the Telemark Canal – the restaurant there is already attracting customers, so with booths up there would increase even more visitors.  Øvre Verket is a collection of protected worker housing from the 1850s, linked to Ulefos Jernværk. Øvre Verket offers restaurant, exhibitions, galleries/workshops, an antique shop and a gift shop. An exhibition is also an idea we’ve looked at, have things out for display – an outside museum if you will, this would be set up at summers or when there is good weather.  


It would be better to name both internal and external stakeholders in order to better understand who they are and effectively work on how to interest them in our project. In our case, internal stakeholders are us, students who are working on the project. Our main goal is to attract as many external stakeholders as possible in order to create a sustain festival and increase its popularity. When it comes to the external stakeholders, we must consider the following questions: What would encourage them to support our project? Should they participate in our festival? What motivates them most of all? According to this it would be the best option to include Nome Kommune (government), USN, the ironworks, Øvre verket, Villa Lunde, Lindheim, local farmers and producers.

We think festivals are the best way for communication between two parties. Producers/entrepreneurs have possibility to meet their customers face to face and show what they do and how they do, update them and increase product/service awareness among them. In addition to this, the companies can gain new customers and penetrate to new markets. 

For consumers, let’s say, for those who will spend their free time on our festival, will be the best option to communicate to the producers directly. They will have possibility to get to know to the new products/services and trends that are on market, they can purchase desired product/service at a more reasonable price and simply enjoy the event, because the festival will not only be “revenue based”. There will happen many other interesting things besides that.

Target group

Demographic segmentation would be the best fit for our festival. Our main target groups are local and regional tourists. According to the Dyrsku’n experience, there have been some tourists from Sweden, Denmark and Lithuania. What we want to say is that our segment is local tourists, but it does not exclude tourists from outside Norway. Any kind of traveler or interested person can come and enjoy the festival.

Moreover, in addition to the traditional segmentation, we think of creating a family-friendly festival. What we mean by that? As we mentioned before, it is not only the “commercial based” festival. The mentioned festival is based on different activities where both singles and married couples with children will have chance to experience something new, interesting and spend a fantastic time together.

National and International Trends

The following trends can characterize our festival: Farmers market, booths, exhibitions, local heritage/cultural heritage.

  • Farmer’s market – is becoming more and more popular among visitors. At farmers’ market, local farmers, growers and other food producers or vendors come together to sell their products directly to the public. Farmers market offers small farmers the chance to market their produce, incubate their businesses, and supplement their income. However, farmers’ markets are also helping to create robust local economies and more vibrant communities, bringing buyers to long-neglected downtown areas and other traditional retail centers.
  • Booths – seems like a great place to go, if you want to taste some of the region’s best.
  • Exhibitions – are a powerful marketing tool that allow to our participants to promote their products/services to a group that may have little or no knowledge of their businesses. 
  • Local heritage / cultural heritage – plays the most important role, because it is the best way to experience local and cultural heritage in the region, get to know new information about the customs and better acquainted with them.

How could VR/AR be integrated in the idea?

VR/AR can be used by the different consumers in order to show to the visitors the process of producing, working environment and so on. It is the best way as well to show different attractions and cultural buildings in a virtual way. Visitors can get possibility to see how the particular building was looking couple of years ago. By using VR/AR we can improve customer engagement, provide a personalized experience and improve their satisfaction.

How could the concept/idea be marketed?

We are thinking of using the following sources: social media, local papers, brochures.

  • Social media – is the most popular and fastest source of information nowadays in Norway. At the top in the list is Facebook then following YouTube, Instagram, Twitter, LinkedIn and so on. Therefore, the main focus will be on Facebook, but we are planning to use all the social medias, because they are free and fast to deliver the message to the target group and easy to use. 
  • Local papers – despite of the popularity of the social media, newspapers are still popular in Norway. So, it would be better for us to reach our target market both through newspapers (papiraviser) and online newspaper (nettaviser). Aftenposten and VG are the most popular according to MedieNorge. For that reason, we are thinking of using mentioned two newspapers and TA, Varden and VTB. 
  • Brochures – are budget – friendly tools for marketing that can reach the audience in many ways. It works as a real marketing ad imparting credibility regarding the company and highlighting its various aspects. No one can deny the importance of digital marketing, but brochures still play an important role in marketing. Many surveys show that 7 out of 10 tourists, as well as visitors, tend to pick up brochures, 95% visitors that obtain brochures become aware of a business/event and 80% of people consider visiting the business/event they saw in brochures. These stats clearly show that brochures are nothing less than a novelty in today’s paperless world.
Destination development

Destination development – Golf World

Group 10: Pia, Julien, Don and Emil. Photo: Private

Written by: Pia-Roxanna Römmer, Nopphadol Kuphimai Olsen, Emil Hammerbekk Pedersen, Julien Tangui Nicolas Russier. Destination development group 10, autumn 2019, University of South-Eastern Norway, campus Bø.

Golf World

We are a group of 4 people from 4 different countries. We chose to work with Norsjø Golf because we all like sports and think that golf is fun.

Norsjø golf is one of Scandinavia’s best golf tracks, in 2017 it was voted the best golf track in Scandinavia. In 2018 it was voted the third best golf track. In 2019 it was voted as Telemarks best golf track. We came up with an idea of adding VR golf in the existing Norsjø golf. This is something Nome has never seen before, a golf park you can visit whenever you want, even in the winter. What if Norsjø golf decided to make something really big, that will attract tourists from all around the world to come and visit Norsjø golf.

Norsjø golf park has several partners, such as Bø Hotell, Aarnes Kafeteria, Esso Ulefoss and Sport 1 Ulefoss. Together they can provide new special offers for the golf customers. For example, a package with lunch at the cafeteria and a night at the hotel.
What can Nome municipality do to attract more tourists? Nome has been struggling a lot with tourists, there are only a few people that goes there, and most of the tourists just pass by in the canals. What can we do to encourage them to stay longer in Nome?

We suggest a building with new indoor golf area located at Norsjø golf park, as seen in the picture below. A building that allows you to bring your whole family on a golf session. It will be a golf track with several options, an option for the adults and an option for the kids with three mains points. 

Our golf building will have a VR golf game for children, with 3 unique locations, in Fantasy, Prehistoric and Sci-fi.
It will have a small indoor Mini golf park, with 10-12 holes. Children can play the VR game before a real minigolf with their family. It’s perfect in order to learn golf basics and have fun. Children can really love this new experience.
Next, it will be an indoor golf game. The Indoor Golf simulator is a “Ready to Play” software. In VR golf you can play on whatever field you want, even if its 1000 miles away.
Maybe we can contact Golf Simulator’s companies and ask for a possible customization. We can include Telemark’s landscapes and in that way, we can feel Telemark’s DNA in the game.

Pictures below explain our plan. As we can see, there is a lot of space for parking. At the first floor, it will be all golf activities. Upstairs, we put our cafeteria where customers can sit inside and outside. During your lunch, you can be able to enjoy the Norwegian weather and its landscape. The kitchen is upstairs in the right corner. 

Norsjø Golfpark wants to become a leading golf park in their business. They will be at the center of all decisions and negotiations. Norsjø Golfpark has to set up a plan with all other stakeholders. 

From a regional point of view, the county and Midt Telemark can do a lot of marketing of this new innovative destination. Then, Nome municipality can help to find a building to create these new activities. Nome municipality can make special discounts or initiatives to promote the Golfpark. Nome must involve local communities to the Golfworld Project, together with Norsjø Golfpark. 

Residents, as well as tourists are potential customers of our project. Both the locals and tourists are very important for us because they will be our main customers, the locals might invite their relatives to join them in a golfing session.

Their relations towards the tourists can be positive if Norsjø Golfpark works well with other stakeholders.  After sharing facilities and activities, they can help tourists by giving them information and a strong welcome. Next, publishing internet content and reviews can be a positive point for Norsjø Golfpark in order to be more visible. Making locals participate at the beginning of the project can lead to multiple positive points

Norsjø Golfpark has to propose initiatives to promote this project. With the Nome municipality, they can organize a free event open for everyone for trying all types of golf. Similarly, Norsjø Golfpark can set up free visits for schools once a semester. In fact, the success of these proposals would achieve the following objective: to obtain the support of the local community. We want Nome Kommune to make special discounts or initiatives to promote the Golfpark.

With TaylorMade and other golf brands Norsjø Golfpark can think about a new small sales area located in the future building. Customer can find specialized golf stuffs here. 

Also, Norsjø Golfpark has several partners such as Bø Hotell, Aarnes Kafeteria, Esso Ulefoss and Sport 1 Ulefoss. It is necessary to inform and communicate through marketing and special innovative offers. Indeed together, they can propose new special offers for golf customers. For example, a package with a lunch at the cafeteria and a night at the hotel. Another example can be discount from Sport 1 Ulefoss, so members of The Norsjø golf club can get discounts on golfing equipment.

Norsjø Golfpark could try to set up a new type of indoor golf tournaments with Porsgrunn Golfpark and other golf parks. Other tournaments exist in the golf field, so it seems to be a good idea to extend these possibilities. 

Norsjø golf park will sell merch, like small metal figures which could be made in the iron factory, which could be sold in Norsjø Golfpark merch store, Ulefoss county house, as well as many other places. They should also look into cooperating with Villa Lunde, maybe the painter can paint some postcards, which could be sold at the same places. The merch store will also sell different memberships, drop-in, events and a lot more.

We hope to see you at Norsjø Golf soon!

Destination development

Destination development – Craft Hotel

Group 8. Photo: Private

Written by: Tommy Gao Kverndal, Seselja Lydvo, Eilen Flathus Slaaen, Hilde-Kristine Lundestad, Petter Mjanger Kvidbergskår. Destination development group 8, autumn 2019, University of South-Eastern Norway, campus Bø.

Craft Hotel

We want not just to make something brand new, something separate from all the other initiatives in Nome. Since KRAFT/CUPIDO is all about collaborating, we wanted to merge all of Nome in to something. Nome has few places where you can spend the night as a tourist, thus we came up with the idea: A small boutique hotel that comprises 8-15 rooms, each with individual concepts/themes.

The themes in the hotel rooms will be inspired by the different initiatives around in the municipality: Ulefos Jernværk, Norsjø Golfpark, Øvre Verket, paintings by Elisabeth from Villa Lunde, volcano, Ulefos Hovedgaard, Romnes Medieval Church. Our aim is to make people want to explore Nome even further than they planned.

Mette Sanden who runs the museum Øvre Verket in Ulefos pointed out in her presentation that they are missing accommodation in Ulefos, which makes it a challenge for tourists to come and visit. As stated by Heidi Elise Kvale who is the head of the cultural department in Nome, most of the housing options in Nome are caravan parks or camping sites. By building or making a hotel the tourist will stay and visit more attractions and sites in Nome.

The name

Why did we choose to call it ‘Craft Hotel’? We were inspired firstly by the KRAFT/CUPIDO Project, then we realised that the word in English also related to our idea – art: ironworks, paintings, the church, etc. Power, art, and competence is what we are all about.


“[There is an] Increasing regional focus to tourism and travel.” – Alastair M. Morrison.

Nome has great potential when it comes to tourism, but only one bed-accomodation offer. To be able to compete with Bø and other cultural heritage destinations Nome needs more beds.

One of the reasons we chose this idea for the KRAFT/CUPIDO project is due to these days’ social and cultural trend of getting an authentic cultural experience. Tourists have a craving of experience and not just a bed for the night, thus the themed boutique hotel. We see that there is a huge trend in ecotourism and sustainable tourism in general, hence the collaboration with local stakeholders. Our idea of utilizing VR in collaboration with other initiatives in the local area (Nome), which we will come back to later, supports the technological trend within tourism.

There are plenty of ‘tourism market’-trends we could play with connected with our concept: greater concern with environmental sustainability, and short-break travel are some of them. As mentioned, the goal is for people to stay two or more nights and not just a drive through.


The collaboration comprises both making the VR-experience/videos, and the making of each hotel room. The stakeholders will join in on the planning and decorating of each their room, contributing with pictures, art work, and other decorations. The idea is to have small apartment-like rooms spread around Nome. It will be a multi-located hotel where the stakeholders could help cooperating the rooms. As mentioned, the rooms will have individual themes inspired by the stakeholders, so for example the room Øvre Verket would cooperate will be inspired by decorations sold in the shop and probably end up with a “old Norwegian farm/home”- feel to it. One main office will cover the marketing, accounting, and such; all the stakeholders will share the profits of the hotel to be able to invest in their own businesses, and to develop Nome. In the main office there would be space for VR-equipment.

Integrating VR

Photo: Kim M. Olsen

Since VR is a huge trend nowadays, we wanted to integrate it in to the hotel. Craft Hotel is all about collaborations, thus, we want to work with some of the mentioned stakeholder to make VR-experiences from different attractions in Nome. The plan is to have a room in the main office on the city centre of Ulefoss where we place the VR-experience. We would collaborate with the stakeholders in making VR-movies like:

  • Norsjø Golfpark:        Play golf
  • Volcano:                     Walk around the volcano like it was many years ago
  • Ulefos Jernværk:        Experience how the factory was back in time
  • M/S Victoria:             How it was in the early 1900s, through the locks

Local identity and sustainability

We want to work with local businesses, to create the rooms in the hotel, as a part of keeping the local identity and accentuate what Nome has to offer. This way each room will have its own theme, with elements that represents each business as in what they are. The businesses work with the hotel on creating a room that represents the business in what they do and what they stand for. E.g. in a room inspired by Ulefos Jernværk could be one of their beautiful antique ovens as a source of heat or just as a decoration. It will show some of the history and legacy of Ulefoss and Nome.

We will work on recycling on all levels, increase the opportunities for recycling and teach employees to think eco-friendly as well as buying recyclable products for the hotel, and cutting the use of unnecessary plastic products. There is a potential of becoming ecotourism certified or another kind of sustainable label.


The concept ‘Craft Hotel’ is probably most suited for people aged 50 and up. Our segment is people with a deeper cultural and historical interest, and technological knowledge. We want to focus on the national marked at first, then move slowly out and abroad.

Craft Hotel is a major collaboration with several stakeholders involved. Our focus is on local history and supporting the local community. With the inspiration from all the arts and craft in the area, the idea of a boutique hotel started to form. People need to stay in Nome and not just drive through, they need to experience all the beautiful culture, history and legacy Nome has to offer. We want to make that happen with Craft Hotel.

Destination development

Destination development – Glamping Nome

Photo: Martin Robles,

Written by: Pwe Klu Moo Heing, Irmelin Gjærum Holmberg, Ida Dragnes Hustad, Nathalie Johansen og Kevin Duke Diga Sidro. Destination development group 6, autumn 2019, University of South-Eastern Norway, campus Bø.

Glamping Nome

The invention of a concept and its evolvement

Our concept is based on the need for accommodation in Nome. After the presentation we were presented with, we found out that an accommodation offer is strongly desired and that there is a need for this in Nome. During the brainstorming phase, it was always important to us that this concept could attract new customers and not just the already existing customers. It was also important that this concept was something that was available and just as relevant in winter as in summer. Our first idea was to build small cabins of glass placed in the top of trees that could blend in with nature, but after some feedback from the lecturer we realized that this concept was a little too ambitious. Then we chose to narrow the idea, but still focus on meeting the need for a place to stay the night.

Our concept now consists of creating a collaboration between current companies in Nome and an already established glamping company. Here, there are opportunities for the already existing companies to work together and with Glamping Norway to raise awareness about Nome and attract guests. So, our concept is to be able to set up Glamping tents around Nome where it should be possible to set them up.

Local identity, cultural heritage and the DNA of the region

Topaz arctic shoe is part of Nome’s culture, so maybe it would be nice to have a small shop next to the “Glamping Nome” or right beside the reception. With the Topaz artic shoes shop next to “Glamping Nome” would be a great thing to the tourists. The tourists can buy “Topaz artic shoes” from the store and bring it to their home as a memory from Nome or they can rent it while they are in “Glamping Nome”. Topaz artic shoes shop does not need to work alone. Maybe they can work together with other local companies too. 

The Telemark Canal can be a useful thing for the tourists. We can use the Telemark Canal to bring the tourists to “Glamping Nome”. If there is no chance for the Telemark Canal to bring the tourists to “Glamping Nome”, maybe it would be great if theTelemark Canal can bring the tourists to the nearest stop next to “Glamping Nome”.

Nome has a very beautiful nature. While the Tourists are here at “Glamping Nome”, they can go on hiking, fishing, bicycling, canoe or kayak in Nome.

Stakeholders in destination management

First and foremost, what are stakeholders in the destination development setting?

“Stakeholders are groups and individuals who have a direct or indirect interest in the management of a destination for tourism.” (Morrison, 2019, p. 24-25)

According to Alistair Morrison’s book we divide the stakeholders into five main groups. These five main groups are tourists, tourism-sector organizations, community, environment and government.

In the tourist group:

  • Leisure or pleasure
  • Business
    • Topaz – Arctic Shoes
  • Visiting friends and relative
  • Other

In the tourism-sector organizations group:

  • Destination Management Organizations (DMOs)
    • Visit Norway
    • Visit Telemark
  • Hospitality
  • Attractions
  • Transport
  • Travel trade
  • Media
  • Employee Organizations

In the community group:

  • Community organizations
  • Resident associations
  • Øvre Verket
  • Business associations
    • Glamping Norway
    • Ulefoss Ironworks
  • Special panels or task forces
  • Others

In the environment group:

  • Non-governmental organizations (NGOs)
  • Conservation societies
  • Environmental agencies
  • Others

In the government group:

  • National
  • Regional
  • State or provincial
    • The municipality board
  • Local
  • Other agencies

Constant communication with these groups is needed to form strategic decisions about tourism.

Target groups within tourism and national to international trends supporting the idea

Since Nome holds a lot of cultural heritage that would appeal to the older generations mostly, we would want to focus on attracting young adults and families to our glamping sites. By doing so Nome will increase the number of visitors, and further increasing its popularity. Telemark is filled with beautiful landmarks surrounded by breath-taking landscapes, and Nome is no exception. This will undoubtedly attract people with an interest in nature, and with our sustainable glamping experience we would also support people who are passionate about the environment.

By providing different glamping sites near the Telemark Canals different stops, we would be able to accommodate more people, where they can choose for themselves which glamping site they would like to book. With different options for different price ranges, we would be able to appeal to people with various financial backgrounds. We would have some exclusive tents for those who wants the most glamorous experience possible. We would also provide more affordable options in different sizes, for people who would like to visit without having to pay for the extra extravagance.

When it comes to supporting national- and international trends, we believe that glamping has become popular for a reason. People want to experience nature, and the feeling of camping, without losing the comfort of a “home”.  In addition to this, glamping is also a sustainable option of accommodation. The fact that the focus on the environment’s wellbeing has skyrocketed lately, makes glamping a viable option for those that cares for the environment.

Destination development

Destination development – Park Nome

Written by: Marlies De Vooght, Eimund Eknes, Karl-Oskar Grimstad, Karina Gustavsen og Meloni de Zilva, Destination development group 5, autumn 2019, University of South-Eastern Norway, campus Bø.

Park Nome

Park Nome will be an adventure park in Nome where you can enjoy indoor skydiving with a VR experience simulating a jump from the skies above Nome.

For us, the DNA of Nome is its natural surroundings and wilderness. They have the Telemark Canal, amazing lakes, beautiful forests and much more. We want to put nature in the spotlights by creating an adventure park where people can challenge themselves while being outside and enjoy the fresh air. The idea is not to have one big attraction such as for example Bø Sommarland, but rather many smaller activities run by independent companies, all connected to the concept of Park Nome.

Bilde hentet fra

There is no doubt Nome is unable to fund a large project like this, which is the reason our plan is based on attracting local and national companies to Nome. We are focusing on the VR experience with indoor skydiving, but the goal is to work together with many stakeholders and make Nome an attractive destination that attracts new stakeholders like restaurants, hotels/hostels and other activity providers. We do not only want to focus on creating a park for tourists but also attract locals from the nearby regions and make Nome a more attractive place to both settle down and with opportunities within tourism based business.

In the beginning of the project, the main question we asked ourselves was: ‘What can we create to attract more young people to Nome?’ We started thinking about things we like as young adventurous people and we also looked for trends in the Norwegian tourism sector. We did some research and ended up with extreme adventure, solo-travelling, sustainability, customer centricity etc. but we also wanted to include VR in our new product.

We mixed everything together and started brainstorming with the ideas we already had and so we came up with the idea of indoor skydiving with VR. It is something we would all like to do and we are convinced that people would love to experience this. They can enjoy a unique experience in the beautiful environment without causing harm to it. Indoor skydiving is also less time consuming, excessive, costly and dangerous which will encourage more people to try it. Skydiving with VR does not exist in Norway today and will give the visitors a green experience of skydiving. In addition to the indoor skydiving, we will lay the foundation for a local skydiving club, where the airstrip and local plane community can create a business.

Our target group is the following:

  • Young adventurous people who are willing to challenge themselves.
  • Sportive people who love nature and being outside.
  • People who travel alone or in group and who are ready to enjoy a special experience in Norway.

Adrenaline junkies will definitely find what they are looking for at our Park, but also less sportive people are welcome at Park Nome to have a new, challenging experience.

Our main idea is creating a meeting point in Ulefoss that will be the “Park Nome visitor center”. We were thinking that this centre would contain our main attraction which is the indoor skydiving with the possibility of using VR. There are also lots of opportunities for other stakeholders to cooperate and become a part of the project. People can get information about Nome and different activities that Park Nome, and Nome has to offer inside this centre. 

Bilde hentet fra

Our main stakeholders are the local stores where tourists can stop by, the local restaurants, the transportation companies etc but as mentioned earlier we also focus on potential stakeholders like ho(s)tels, B&B’s, new restaurants, activities providers etc.

Luckily, we can use the available resources like the bus stops to bring people to Park Nome. We will also use the hiking and bicycle trails so people can combine all of the activities and the existing infrastructure for the local inhabitants.

We want to work together with the local inhabitants, they know the region and they can share their knowledge with the tourists and give them a unique experience. To expand our park and make our vision possible on a limited budget we want to work together with other companies in the tourism industry like Norsjø Cabelpark, the canoe rental company etc, the bungee jump company in Rjukan. We want to make Nome (and Bø) municipality a region that is known for its adventurous and challenging experiences.

As we want to attract young people we want to use social media as a marketing instrument. We want to share our customers experiences on our social media channels like Youtube, Instagram and Facebook. We will also be working with influencers from our target groups.

Park Nome is located really close to University of South-Eastern Norway, campus Bø. We want to give a student discount to the students so they can spend their free time at Park Nome with their friends. We also hope that Visit Norway, Visit Telemark and Visit Bø will pick up our concept and share it with their visitors.

To sum it up: Park Nome will be a network of activities connected by hiking and bicycle trails, roads and the Telemark canal. We will give new life to existing stakeholders as well as attracting new businesses. We will give the locals a region full of activities and opportunities, and encourage people to settle down. And last but not least: we will make Nome municipality the center of extreme and outdoor activities on the east coast of Norway.

See you soon at Park Nome!